Due to the present critical shortage of donor organs available for transplantation, effective communication strategies are necessary to heighten public commitment to donation.

The promotion of organ donor card-signing may be a successful vehicle in the achievement of this goal.

Based on the Elaboration Likelihood Model of persuasion effects, evidence of the motivation for organ donor card-signing, and examination of previous donation message tests, this study proposes and tests a causal model of response to organ donor card appeals.

The inter-relationship of values, empathy arousal, and issue involvement was found to be a significant driving force in the persuasive process for the behavioral intention to sign an organ donor card.